3M, the American based manufacturing company wanted to promote one of their 50,000 products, Peltor. Steven was tasked with positioning Peltor as the hearing protection brand of choice within the workforce. The message had to resonate and work just as well in both B2B and B2C markets. He created the idea - 'The Workers' Choice'. The client loved 'The Workers' Choice' so much that they decided to make it a 360 campaign, and subsequently, the line is now stamped across many more of their 50,000 products.